What kind of company is “Mimi Design”?

Mimi Design is a design company established in February 2019 with the goal of bringing traditional culture into everyday life. During a trip to Japan, we were deeply impressed by how traditional design elements were seamlessly integrated into ordinary household items. In contrast, we found it unfortunate that Korean traditional designs were often limited to “souvenirs.” With the idea of “extending traditional culture into daily life through design,” we launched the brand MIMIDAR. Today, through collaborations with institutions such as the National Museum of Korea and K-Pop Demon Hunters (KEDEHEON), we continue to pursue our vision of “popularizing Korean tradition.”

How did you come to develop the “Joseon Dynasty Wine Stopper”?

The idea came from the gonryongpo, the royal robe that represents the Joseon Dynasty’s tradition. Although many design products had already incorporated the gonryongpo motif, we wanted to create a design that was distinctly our own. By combining two contrasting materials, metal and silicone, we developed a completely new form for a wine stopper. It all began with a simple question: What kind of gift would a king give if he lived today? Inspired by the royal emblems and architectural beauty of the Joseon Dynasty, we created a refined object reminiscent of a gift a king might bestow upon modern people, just as a president might present a watch bearing his signature.

What did you focus on most when creating the product?

At Mimi Design, we pursue not a “visible” design but an “audible” one. In other words, we aim to let people experience Korean culture naturally as they use our products. We wanted users to feel as if they were hearing a “Korean story” in the very act of opening and closing the wine stopper. That’s why we paid close attention not only to aesthetic form but also to fine details, incorporating elements such as the royal throne, the Irworobongdo folding screen, and the floral lattice doors of Geunjeongjeon Hall into the packaging. Our goal was to let users feel as though the gates of the Joseon Dynasty were opening and the royal space unfolds before them each time they open a bottle of wine.

What was the most difficult part of the production process?

Because the product was made of heavy metal, the packaging initially couldn’t withstand its weight, resulting in frequent damage during delivery. Since many people purchased it as a gift, any damage to the packaging was especially critical. After dozens of attempts, we developed a wooden magnetic case sturdy enough to support the metal’s weight while also serving as a reusable, premium storage box. The exterior features a pattern inspired by the doors of Geunjeongjeon Hall at Gyeongbokgung Palace, while the interior depicts the royal throne and the Irworobongdo folding screen, completing the scene of “the king seated as the doors open.” After the packaging renewal, the response was overwhelming - it even received orders from Middle Eastern countries where alcohol is not consumed, becoming a work of art in itself.

How did participating in the contest help your brand?

The contest allowed us to reach more people with both MIMIDAR and the Joseon Dynasty Wine Stopper. After receiving the award, we were contacted by various institutions, businesses, and individual consumers interested in collaboration. The contest not only highlighted the artistic value of our product but also reshaped how people perceive “modern reinterpretations of tradition.” We believe it served not just as an occasion to win an award, but as an opportunity to share our brand philosophy with the world

What are your future plans and goals?

Our founding vision of popularizing Korean tradition remains unchanged. Having taken another step forward through collaborations with K-Pop Demon Hunters (KEDEHEON) and the National Museum of Korea, we now hope to introduce an even wider range of products inspired by traditional motifs. The Joseon Dynasty Wine Stopper will also continue to evolve with new royal patterns and structures. At MIMIDAR, our goal is not to create souvenirs meant only for display, but products that allow people to naturally experience Korean culture in their daily lives. We will continue to explore and experiment so that the stories of our traditions can be heard and the beauty of Korea can be carried into everyday life.